You won’t get far with a marketing automation project without a strong content strategy. That means understanding what your buyers need at each stage of their journey, and creating the right content to meet those needs.
Eloqua puts out some of the best content in the industry, as part of its own marketing efforts.
at the early “suspect” stage, content should not be gated. In other words, don’t put up a registration form! Instead, focus on providing educational content that is easily found and shared. And don’t forget to appeal to influencers. Eloqua’s blog tree is one clever example of doing a list in an innovative format. (You’ll find CustomerThink on the News branch.)
Later on, the emphasis shifts to content more specific to the solution being considered, in white papers, reports, e-books, webinars, etc. Towards the end of the buying process, buyers will be more interested in ROI calculators, RFP guides, product comparisons and demos.
Along the way, marketing and sales should be in agreement about what kind of content gets delivered and how to measure progress. Hits and downloads may be ok for early-stage content, but conversion rates will be more helpful when you’re trying to create qualified leads. Every stage needs its own relevant metrics.
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